Philip KotlerMarketing Management, Global Edition

Excellent text book as usual Kotler and team.

Complete fundamentals with new examples

Very knowledgeable and insightful

Just in time inventory. Shipping containers. Yes, both of these supply chain topics garnered a paragraph or two in this book. Why? The same reason this textbook is twice as long as it should be. The authors took every opportunity to squeeze in unnecessary content, primarily in the form of examples. Every bullet point or item in a list doesn't need a real world example. You can just define the terms and not have readers skip each of the one or two sentence references. You're industry experts, no need to tell me Coca-Cola did it, or Walmart, or Apple, or Google, or Amazon, or Procter and Gamble. Yes, these companies were successful at various tactics, but using them as prime examples results in the reader saying, "well of course, they are a multi-billion company in a fiercely competitive age". Does the tactic still work though?

Kotler has been publishing marketing works for over 57 years. That is more than half a century of being the father of marketing, spreading knowledge so that we can become better professionals. In its international edition, together with Keller and Chernev, they present the concepts that, when applied, will help you successfully manage a marketing plan and department for your corporate or personal brand.

The theory in this book outlines the “deep magic” of marketing theory as a global principal of total business process design. It speaks of abstractions about communication between stakeholders (including vendors and employees), as well as the (highly necessary) codification of a uniform message.But it won’t help you figure out how to do a better job competing on Instagram. It’s way too abstract than that - even if, yes, you’re “really, really smart.”Analogously, this is a book about music theory, not guitar or piano. It’s not even about rhythm (logistics), it’s about sound, and vibration.Go get a book like The One Page Marketing Plan. You’re welcome.

spectacular marketing material for everyone student and self development

It really isn’t well written or easy to follow or skim. Text books are typically assigned by a professor though - so good luck with this one!